Online Course Guide of WHU –

Find all modules and courses of our degree programs.

Please use the filters below to select the term (spring or fall) as well as the respective program (BSc, MSc, MBA, Exchange, Doctoral) of your choice for an overview of all modules offered at WHU. The courses are listed under the modules. Please click on a module to see which courses are part of it. If you would like to find out more about a certain course, click on the name of the course to see detail information. The location of the lecture will be revealed after your course registration on myWHUstudies.

Spring term counts from January - August, fall term counts from September - December.

Important for Exchange Students: As the Full-Time and Part-Time MBA Programs utilize a modular course structure, the dates on which students begin and end the exchange are flexible. Please find here a chronological overview of the preliminary course offering for Fall and Spring.

Fall 2022  ›  Bachelor of Science in International Business Administration  ›  5th Semester  ›  Omnichannel Business & Services Marketing

Omnichannel Business Marketing

Course Code:
Prof. Dr. Martin Fassnacht
Course Type:
BSc Course
Week Hours:
Fall 2022
(Please note that exchange students obtain a higher number of credits in the BSc-program at WHU than listed here. For further information please contact directly the International Relations Office.)
Digitalization in all its technological facets is going to radically change the traditional retail landscape. New players enter the market and challenge business models of established companies. Consumers adapt their purchasing behavior and increasingly expect a seamless shopping experience. Simultaneously, the influence of companies on consumers decreases due to the Internet‘s information transparency.

Companies have to adapt to this changing environment if they want to successfully face digital transformation. This course focuses on how Omnichannel Business can be used to realize consumer-centric growth in the digital age. With the core topics Omnichannel Strategy, Omnichannel Marketing, and Omnichannel Sales the course conveys a conceptual framework, theoretical foundations, as well as numerous practical applications of Omnichannel Business.

Thursday, 08/09/2022
08:00 AM till 03:15 PM
Wednesday, 14/09/2022
08:00 AM till 11:15 AM
Wednesday, 21/09/2022
08:00 AM till 11:15 AM
Wednesday, 05/10/2022
08:00 AM till 03:15 PM
The course includes the following categories of competencies:
  • Factual knowledge (omnichannel strategy, omnichannel marketing, and omnichannel sales),
  • Management skills (e.g., how companies can adapt to a changing environment),
  • Global knowledge (e.g., different industries, innovations, consumer insights),
  • Critical thinking (e.g., classroom discussions, developing solutions), and
  • Practical knowledge (e.g., guest lectures).
Lectures and discussion
100% written examination
It is possible to attend this module as Elective.